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- TikTok is testing Google results in its search pages
- Ray-Ban Meta smart glasses livestream to Instagram and Facebook
- Celsius keeps bulking up its big-name influencer partners
- Indonesia bans purchases on social media platforms like TikTok
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Great Reads
Everything You Need To Know About TikTok And BBC’s Creator Lab Program
First launched in August 2023, The Creator Lab Program is a partnership between the BBC and TikTok that hopes to mentor and support a variety of growing influencers. Though these creators are expected to have a deep understanding of social media, this opportunity has also been crafted for those who are looking to make the move into TV. The BBC has already established a wide selection of influencer-led TV programs including The Agency: Unfiltered, a documentary series that offers viewers a glimpse into the inner workings of one of Glasgow’s leading influencer marketing agencies.
This program also focuses on the importance of in-person interactions, inviting the cohort of influencers to studios around the UK. Here, they will have the chance to network with a range of substantial figures in an attempt to highlight the similarities and differences between TV and social media production. Alongside experts from the BBC, these influencers will also receive valued advice and guidance from the leaders at TikTok. Both platforms hope to inspire these content creators and give them a unique chance to experience the nuances of these landmark institutions.
Indonesia bans purchases on social media platforms like TikTok
This regulatory move could potentially upend TikTok’s extensive e-commerce ambitions in Indonesia. With a user base of 113 million, Indonesia ranks as TikTok’s second-largest market, marginally trailing the U.S. which boasts 116.5 million users. TikTok's CEO, Shou Zi Chew, has previously highlighted the company's commitment to invest billions in Indonesia and Southeast Asia in the coming years. The platform has functioned as a bridge connecting local sellers with creators to amplify traffic to their online storefronts. In response to the government’s decision, a spokesperson from TikTok emphasized the potential repercussions for the 6 million sellers and nearly 7 million creators affiliated with TikTok Shop. They stressed the importance of considering the regulations’ implications on these users' livelihoods.
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Campaign Insights
Beauty Brands That Are Winning In Social Media With TikTok Influencers
Since its debut in 2016, TikTok has become an influential hub for beauty aficionados, with users avidly seeking the latest beauty trends. Consequently, several beauty brands have engaged in strategic partnerships with prominent TikTok influencers, amplifying their market reach and resonance. Among the standout brands are e.l.f. Cosmetics, which has accrued over 1 million followers, buoyed by collaborations such as their 2020 joint venture with TikTok star Addison Rae.
Fenty Beauty, Rihanna's brainchild, has distinguished itself as a leader in inclusive beauty, gaining traction through endorsements from influencers like Bretman Rock and Abby Roberts. Glossier, embracing a minimalist ethos, has partnered with skincare authorities like Hyram, solidifying its reputation for promoting skin health. A common thread among these brand successes is the emphasis on authenticity and creativity. For optimal impact, brands are advised to prioritize collaborations with influencers whose values mirror theirs, ensuring content feels genuine to TikTok's discerning audience.
Celsius keeps bulking up its big-name influencer partners
Celsius, the Florida-based energy drink brand, has been making waves in the influencer marketing scene. Originally branded as a weight-loss drink, it underwent a transformation into a "fitness lifestyle drink" in 2012. However, its true rise in popularity began around 2020, coinciding with the global pandemic. Maintaining a tight-lipped stance on its marketing expenditure, the brand has been keen on forging ties with both micro and macro influencers.
This year, Celsius struck a deal with Jake Paul, a social media icon-turned-pro boxer with over 62 million followers across Instagram, TikTok, and YouTube. Though Paul's association with controversies raised eyebrows, Celsius embraced the collaboration due to his genuine affinity for the brand and athletic ambitions. Their partnership with David Dobrik further amplifies their reach, marked by a celebrity-filled pickleball tournament garnering billions of media impressions. Yet, as EVP of Marketing Kyle Watson emphasizes, the brand's goals go beyond mere social media stardom, seeking impactful brand presence and broader national attention.
Influencer marketing dominating B2B, Ogilvy report reveals
A new report from Ogilvy, drawing from an Opinium survey spanning 11 countries, highlights a robust uptick in B2B influencer marketing utilization. A striking 75% of the 550 senior marketers surveyed already harness the power of B2B influencer marketing, and an overwhelming 93% of this cohort anticipate ramping up their influencer engagements. Moreover, 53% of those not presently tapping into influencers plan to do so. The survey underscores the nuance in influencer usage across sectors. While B2C endeavors often prioritize trendsetters, B2B focuses on credible experts enhancing professional opinions.
A noteworthy 92% deem B2B influencers vital for targeted marketing, enhancing brand appeal and customer outreach. Nearly half view influencers as bolstering brand trustworthiness beyond their own capacities, and 40% attribute heightened leads or sales to influencer campaigns. Platforms beyond LinkedIn, including YouTube, Facebook, and Instagram, are pivotal for B2B influencer initiatives, while platforms like WhatsApp and Reddit represent unexplored avenues. The report emphasizes the symbiotic rapport between brands and influencers, also spotlighting employees as potential influencer assets.
How CPG brands use influencers and clever partnerships to drive grocery sales
The rapid evolution of digital technology has reshaped the way consumers discover and purchase products. The Consumer Packaged Goods (CPG) industry is not exempt from this transformation. In fact, it's at the epicenter, with brands leveraging influencers and strategic partnerships to drive sales and establish deeper connections with consumers. The Role of Generational Preferences The journey of discovering CPG products varies across generations. While friends and family recommendations remain paramount, in-store advertisements, store shelves, and coupons are also significant influencers.
Gen Z, in particular, is showing an affinity for digital discovery, with social media playing a pivotal role. An interesting statistic reveals that 19.1% of Gen Z digital grocery buyers were influenced by a celebrity or influencer in the past year, a figure significantly higher than older generations. This growth in influencer-led discoveries underscores the increasing number of celebrities and influencers targeting Gen Z to promote CPG and grocery items. The Power of Creators and Celebrity Influencers Creators and celebrities have carved out a unique space in the CPG market, thanks to their vast reach, cost-efficiency, and authenticity.
Emma Chamberlain's coffee venture exemplifies how influencers can successfully navigate the CPG sector. With a massive following of 15.8 million on Instagram, she leverages her influence to promote her coffee brand effectively. Similarly, musician Ed Sheeran's partnership with Heinz to launch his hot sauce is an excellent case of leveraging personal brand and smart collaboration. This partnership was not just a mere product endorsement; it was an integration of brand identity, with Sheeran's tattoos even appearing on Heinz ketchup bottles. Moreover, his collaboration with Honest Burger to introduce a burger with his hot sauce epitomizes the power of synergistic partnerships in the CPG domain.
Creator and influencer trends for brand marketers: Tube Girl, TikTok and more
In the fast-evolving sphere of influencer marketing and the creator economy, brand marketers must stay updated on the latest trends and collaborations. Here are some recent developments to note:
1. The "Tube Girl" Phenomenon: Sabrina Bahsoon, popularly known as “Tube Girl”, offers a case study in rapid viral fame on TikTok. Her distinctive style of filming while riding London's "Tube" and synchronizing to trending music tracks has not only captured the attention of millions of TikTok users but also led to the emergence of the “Tube Girl effect”. This trend has accrued over 91 million views at the time of reporting. Recognizing the impact and reach of Bahsoon, MAC Cosmetics swiftly onboarded her, marking their collaboration with her appearance on the runway during the London Fashion Week at MAC's “Face Show”.
2. Taylor Swift's Google Teaser: Global pop sensation Taylor Swift leveraged Google's platform to create anticipation for her upcoming re-recorded album, “1989 (Taylor’s Version)”. By integrating word puzzle games into the Google search feature, fans were lured into a quest to unlock new song titles from the album. The enormous traffic from eager fans caused a temporary disruption of Google's Easter egg feature. Nevertheless, the strategy was undeniably successful, with fans completing a staggering 35 million puzzles, prompting Swift to release the song names.
3. Target's Influencer Storefronts: Recognizing the success of Amazon's influencer storefronts, Target is introducing its version called “Target Storefront”. This strategic move allows customers to seamlessly view and purchase products endorsed by their favorite creators. Since the announcement, over 350 influencers have jumped on board, establishing their storefronts. Notable participants include lifestyle influencers Ava Jules and Isimeme Edeko, as well as renowned mental health expert, Kier Gaines.
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Interesting People
From Theater To TikTok: How Content Creation Became Tyler Ellis’ Creative Outlet
“I downloaded TikTok as a joke,” Tyler admits with a laugh, echoing the sentiments of countless content creators who initially dismissed the app as being for younger audiences. However, TikTok’s algorithm worked its magic, and Tyler soon found himself addicted to the platform’s entertainment value. The turning point in Tyler’s content creation journey came when one of his videos unexpectedly went viral. It was a simple and humorous response to a comment about his hair parting.
The video struck a chord with viewers, and Tyler woke up to a surge in popularity. The thrill of going viral and the positive response from his audience ignited his passion for content creation. “I realized that I wasn’t the only person in the world missing live performance and the theater experience,” Tyler explains. “People were thanking me for making them laugh in such a hard time.” This feedback became his North Star, guiding him to continue creating content that catered to the theater-loving audience he knew so well.
Inside the Explosive Growth of Instagram’s Niche Beauty Creators
In an era where specificity reigns supreme on social media platforms, Instagram is witnessing a pivotal shift in the beauty sector. Recent data from Dash Hudson reveals a significant growth trajectory for niche beauty creators focusing on specialized areas like aging skin and curly hair. Eilidh Moffat (@addicted_to_face), for example, has seen an astounding 841% increase in her following this year by focusing on skincare for the 40-plus demographic.
This trend highlights that creators with niche followings are experiencing higher engagement and are becoming increasingly attractive for brand collaborations, indicating a pronounced shift from generalized content. Amidst the saturated digital landscape of Instagram, these creators are not only breaking through the noise but are also reshaping the consumption and engagement of beauty content, thereby necessitating a strategic recalibration for brands and marketers aiming to tap into this burgeoning potential.
CFA Agency's Role In Sierra Boudreaux's Influencer Success Story
Siera’s Instagram profile seamlessly combines lifestyle, fashion, and authenticity. Asked to sum up her personal brand in three words, she responded, “honest, open, and valuable.” She stressed her commitment to honesty, ensuring that everything she shares online, whether organic or branded, remains true to herself and what her followers would appreciate.
Sierra believes her content holds value and resonates because she shares her experiences and thoughts in an open and relatable manner, acknowledging that we all go through similar experiences, whether publicly expressed or not. When inquired about whether authenticity is a key attraction on her platforms, she expressed hope, saying, “I hope so. I’d like to be recognized for my authenticity and vulnerability.” She also acknowledged the appeal of her personality and the insights she offers, finding it rewarding that her followers eagerly anticipate her videos, holding onto them for personal connection.
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Industry News
Ray-Ban Meta smart glasses livestream to Instagram and Facebook
Meta's revamped Ray-Ban smart glasses, which were unveiled at Meta Connect in Menlo Park, California, come with a pivotal enhancement: the capability to livestream video directly to Facebook and Instagram. This development addresses the principal limitation of the predecessor, Ray-Ban Stories, which failed to meet sales expectations, securing only one-third of the targeted 300,000 units in its initial seven months, with approximately 90% of purchasers reportedly abandoning the device.
The second-generation glasses, available in Wayfarer and a new Headliner design, are equipped with a 12-megapixel camera on the right and an LED alert light on the opposite side, a feature aimed at maintaining recording transparency. Additionally, the glasses incorporate open-ear speakers, providing a 50% increase in volume compared to the earlier model. Despite the enhancements, the real-world adaptability and success of the device in a market characterized by privacy concerns and evolving consumer preferences remain to be observed.
Jennifer Powell, Inc. Grows Market Presence And Talent Roster With The Acquisition Of The Platform Agency
Jennifer Powell, Inc., a preeminent talent management and brand development agency headquartered in Los Angeles, has acquired The Platform Agency, a key influencer marketing player established in 2016 by Tanya Taylor. Jennifer Powell, Inc., with a renowned presence in Los Angeles, Nashville, and New York, continues to strategically position itself at the forefront of talent management, bolstering its already diverse talent portfolio.
Following the merger on August 30th, 2023, Jennifer Powell, Inc. incorporated The Platform Agency's vast experience and top-tier talent into its operations. The acquisition greatly expands the firm's reach, particularly in the Nashville market, which witnessed significant evolution in the creator economy post-COVID. With the inclusion of influencers such as Mary Lawless Lee of Happily Gray, Shawn Booth, Claire Kittle, and Julie Solomon, the merger enhances Jennifer Powell, Inc.'s commitment to fostering holistic and sustainable brand partnerships, moving beyond mere transactional engagements.
Everything You Need To Know About X’s Job Listing Platform
Once an organization has joined the premium verification plan, it will gain access to a wealth of improved benefits, including the chance to create job postings. These postings will also undergo a very strict screening process and will also support the Applicant Tracking System (ATS). The vacancies will be displayed within the business’ X profile, just underneath their bio. Potential candidates will then click on these postings and will be directed to a complete application page.
Candidates can also search through a range of keywords such as regions, titles, and salaries to find the role that best suits them. If an applicant is deemed acceptable for their respective role, they will be contacted by a representative of the company via X’s messaging platform. As such, this defeats the need for multiple points of communication and allows brands to conduct a fully-fledged hiring process without having to leave the app.
Microsoft signs deal to serve sponsored links in Snapchat's My AI
Snapchat is set to incorporate sponsored links via Microsoft’s Chat Ads API within its chatbot, My AI. A preview provided by the social media app showed that these "highly relevant" ads will be displayed when users interact with the chatbot for specific queries, under this new collaboration. The integration is significant for advertisers given My AI's extensive reach, boasting over 750 million monthly users globally.
This chatbot ranks among the most popular consumer chatbots, and its primary audience is the Gen Z demographic. The partnership presents a considerable opportunity in terms of advertising reach, return on investment, and engagement with this audience segment.
TikTok is testing Google results in its search pages
In a new twist, TikTok is potentially incorporating Google results into its search functionalities. The discovery was made by app researcher Radu Oncescu, who found that TikTok's search results page had an option to direct users to search the same query on Google. This surprising addition comes with a disclaimer from TikTok, as observed in a pop-up, stating, “TikTok does not endorse or take responsibility for search results from Google.”
Neither Google nor TikTok provided immediate feedback when approached by The Verge. However, TikTok did confirm to Insider that this feature is being tested in select markets. This integration of Google results in TikTok’s app is a continuation of the platform's endeavors to embrace the search feature. An earlier instance includes TikTok embedding Wikipedia snippets linking back to the source. These snippets, however, are not universally present and tend to be associated more with searches related to certain locations, companies, or notable figures. This functionality, according to TikTok spokesperson Zachary Kizer, has been active for several months.
TikTok's rise in ASEAN spells trouble for U.S. rival Snapchat
In the Asia-Pacific market, Snapchat struggles to gain ground amidst the dominance of TikTok. As TikTok continues its aggressive expansion in Southeast Asia, Snapchat seeks relevance by exploring social commerce, particularly within the Association of Southeast Asian Nations (ASEAN). However, potential regulatory challenges arise; Indonesia considers stricter regulations on social commerce to protect traditional retailers.
Ajit Mohan, president for Asia-Pacific at Snap, emphasizes the importance of regions like Indonesia, the Philippines, and Vietnam, while hinting at new e-commerce functionalities for Snapchat. The competitive sphere intensifies as both TikTok and Instagram continue their endeavors in e-commerce. Recent stats show TikTok's significant growth, reaching two billion downloads in the Asia-Pacific, whereas Snapchat lags with half that number. GWI reveals a decline in Snapchat users in ASEAN by 22% in the first quarter of 2023, whereas TikTok sees a 5% growth. Amid these challenges, Mohan remains optimistic, aiming for one billion monthly active users, with a strategic hub planned in Singapore.
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Great Paywalled Content
TikTok Employees Say Executive Moves to U.S. Show China Parent’s Influence - WSJ
TikTok's relationship with its Beijing-based parent company, ByteDance, has recently come under scrutiny. While TikTok has been striving for years to convince U.S. stakeholders of its operational independence from ByteDance, recent internal transfers have raised eyebrows. This year, several top-tier executives from ByteDance transitioned to TikTok, occupying pivotal positions in the video-sharing app's revenue-generating sectors. Many of these executives, alongside their teams, have moved from ByteDance's Beijing offices.
These personnel changes have alarmed some U.S.-based TikTok employees, leading to internal discussions about the increasing influence of ByteDance on TikTok's operations, contradicting TikTok's public disclosures. An instance of this concern escalating to an external level was when one employee reported the shifts to Sen. Ted Cruz's staff for potential investigation. While TikTok spokespeople maintain that the company has been transparent about its ties with ByteDance, the apprehension remains.
TikTok set to surpass Facebook in daily minutes by 2025—but ad spend hasn’t followed - Insider
By 2025, TikTok is set to outpace Facebook in daily minutes spent by US adults, positioning itself as the foremost social platform in total daily engagement, as indicated by a recent June forecast. However, when it comes to advertising revenue, Facebook still reigns supreme. Projections suggest that by 2025, Facebook's ad earnings will equate to $1.02 per person per hour, dwarfing TikTok's anticipated $0.19.
Analyst Debra Aho Williamson commented on this discrepancy, attributing advertisers' ongoing commitment to Meta (Facebook's parent company) to its reliable history and superior ad tech capabilities. In essence, even with the escalating popularity of TikTok, Meta's robust ad products and operational prowess maintain its status as a favored advertising platform. Meta's journey hasn't been without challenges. In 2022, the tech giant faced a $10 billion revenue loss (9% of its total revenue) attributed to Apple’s AppTrackingTransparency feature, as reported by Bloomberg. Additionally, upcoming changes in user privacy regulations could further dent Meta's advertising revenue by the end of 2023.
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